Pat Kindig '00

Pat Kindig ’00, director of digital broadcast operations and social media marketing
for The Ohio State University Department of Athletics, knows precisely how many Facebook
users recently responded to Brutus Buckeye’s exuberant plea for affection. Ohio State’s
mascot, a wide-eyed Buckeye wearing a scarlet and gray striped t-shirt and baseball
cap, points to Facebook users over the headline, “Brutus wants YOU!”

One million fans responded that they “liked” Facebook.com/Buckeyes (which allows
them to automatically receive news updates). Kindig, who administers social media
for the department, promptly noted that Ohio State now holds the country’s collegiate
record for the number of Facebook fans.

But while the school’s social media goal is to keep fans connected with fun activities
and upbeat messages, it is also to keep them informed of Buckeye news, both good and
bad. And Kindig concedes that this past year, it was just as well that fans couldn’t
hit a “dislike” button.

Ohio State’s football program has been on a media rollercoaster the past 10 months,
during an NCAA investigation that resulted in the resignation of head coach Jim Tressel.
As the university issued statements, Kindig made sure fans had links to updates at
their fingertips. “We always look to highlight the positive, but we want our fans
to be the first to know the news, good or bad,” he says.

Kindig also coordinates online streaming and media packages for 20 different sports
on OhioStateBuckeyes.com and oversees student interns who announce, film, and produce coverage of school sports
events. Shows air live on the Big Ten Network’s Web site (BTN.com) and are rebroadcast on the cable network on a tape-delay basis. In only its third
year, the programs supply a significant portion of midday and primetime slots, says
Kindig. “It’s exciting to see the students grow, as they get real-life experience.”

Kindig, a communications major who played defensive back for the Scots, began his
career in sports journalism at the College, working as an intern for sports information
director, Hugh Howard and director of public information, John Finn. In his 10th year
at OSU, Kindig spent the first half of his tenure as a media relations contact in
the athletics communications department and the last five in his current position.
Facebook fan responses come from all over the world, says Kindig, including from
alumni who are serving in the military in Germany and the Middle East. “I’m constantly
amazed at our fans’ responsiveness. If you ask a Buckeye fan to help you with something,
you know it’s going to happen.”